Originally Posted by Alrightmate:
“Those percentage shares look to be of a far greater concern than the actual ratings numbers.”
Overnight shares don't mean what they used to.
Bear in mind that the competition on the night can no longer be treated as if a matter of people selecting one option from what is live at any particular point.
For example - one person could (via PVR or on demand) watch Doctor Who, the rugby and Big Bang Theory, despite all being broadcast at the same time. If the viewing panel was formed by just them, then that would be a 33.3% share for each broadcast (during their clash period), despite being only one viewer.
It's that factor, where one viewer can account for the shares of multiple clashing broadcasts, that makes the share a poor measure of success. Even more so, when comparing the shares of different kinds of broadcast - a live rugby match will likely be watched live, a scripted show at any point in the evening.
This is why shares for most things have fallen, even where ratings are similar, compared to a few years ago.
Linked to this is the modern reality that competition for viewers on an evening is not just about the other channels any more. One thing that squeezes Doctor Who, on overnights, is that the evening is packed with populist viewing. Strictly is as much competition for those precious viewing hours, as the rugby or The X Factor are.